professional portfolio

A few examples of how I've been able to enhance the employee and brand experience via creative communications (aka, proof I know what I'm doing!)

Helpbot Relaunch & Employee Engagement | Opendoor.com

Rather than merely announcing a Helpbot upgrade in a newsletter as requested by IT, I led a full-scale internal campaign to rebrand and reposition it as a next-gen AI enterprise co-pilot.

With employee input, we ditched the forgettable (and slightly creepy) 10-year old icon and introduced Odie: a brand-aligned, approachable virtual assistant. A company-wide naming contest and creative engagement strategy turned Helpbot from an underutilized IT tool into an integrated, AI-powered assistant with greater functionality and adoption.

Digital Sales Playbook | Nestlé Waters

Recognizing the inefficiencies of outdated printed playbooks, I partnered with IT to develop an ePlaybook, a dynamic microsite that provided real-time updates to the sales team. This eliminated errors like outdated pricing and certifications while improving accessibility and accuracy. I personally launched the ePlaybook at the national sales meeting, offering hands-on support via an onsite help kiosk, ensuring a smooth transition.

The result? A more agile, informed, and efficient salesforce—saving time, money, and countless paper cuts.

Brand Elevation | Express

In my fashion PR days, I helped elevate the Express brand via multiple channels, including strategic celebrity placements. During a seasonal preview, I identified a simple blue-and-red striped dress as The Dress: one worth investing our efforts in. Partnering with our celebrity agency, we gifted it to high-visibility stars who embodied the Express Girl ethos and were frequently photographed.

The result? The Dress was everywhere spotted on celebs like Zoe Saldana, January Jones, and Olivia Munn. Fashion and entertainment media took notice, with inclusion in Glamour's Obsession Alert and E! Online declaring, “Somebody in [the] PR department deserves a raise!”

I recognized that teams within Indeed's Talent organization were operating in silos—often unaware of each other's initiatives. This led to confusion, duplicated work, and inefficiencies that weren’t sustainable for a fast-growing, global company.

I addressed this by introducing a bi-monthly Leadership Brief—a concise update outlining what leaders needed to know and what they needed to do. Additionally, we launched monthly leadership meetings where project owners could present directly to senior leaders. This gave leaders firsthand visibility, space to ask questions, and the opportunity to influence projects early—before they veered off track.

The result? A more informed leadership team, fewer surprises, improved cross-functional alignment, and valuable exposure for project managers to key decision-makers.

Leadership Alignment | Indeed.com

The Power of Personal Voice | ASPCA

In developing the CEO’s welcome letter for the ASPCA's bi-annual membership magazine, I introduced a creative pivot by shaping it into a more personal, story-driven message rather than a traditional formal note to supporters and donors.

By weaving in authentic anecdotes and reflections, the letter conveyed warmth and relatability, helping members feel a stronger personal connection to leadership. This peek into the CEO's own experience with fostering an animal not only enhanced engagement with the reader, but also underscored the power of storytelling to build trust and community.